Heidi Klum Intimates
Founded in 1947, Bendon is a global leader in intimate apparel, swim+resort and sleep. The company revolutionized the lingerie industry through its dedication to quality and innovation, creating a design philosophy that has grown stronger throughout the company's history. Bendons brands include Naked, Frederick’s of Hollywood, Heidi Klum Man, Heidi Klum Intimates, Heidi Klum Solutions, Fayreform, Pleasure State, Lovable, Bendon, Bendon Man, Hickory, and Davenport.
Products are available in 44 countries worldwide through 6,500+ retail doors, a network of E-commerce sites and 60 company-owned Bendon retail and outlet stores in Australia and New Zealand. Bendon employs over 600 staff, is headquartered in Auckland and maintains additional offices in Sydney, New York, and Hong Kong.
Xposure was tasked with updating a dated EDM design system to better showcase the Bendon products, features and promotions to connect with customers and drive sales. Bendon's existing EDM's had no visual consistency across design elements which created a confused and unorganised design system.